Cultural intermediaries

1. Name- Rudrika gohel
M.A. English
Sem: 2
Batch: 2017-2019
Roll No: 31
Enrollment No: 2069108420180015
Submitted to: Smt.S.B.Gardi Department of English MKBU
Email Id: rudrikagohel97@gmail.com
Paper No: 8
Cultural Intermediaries

2. What is ‘Cultural
Intermediaries’
 Cultural intermediaries are those who that
mediate between the production of a cultural
product/event and its consumer.
 Pierre Bourdieu – introduce the term
 Marketing and advertising

3. Examples
 Advertisements
 Newspapers
 Movie trailers
 TV Channels/Reality
shows
 Film magazines
 Fan club

4.  The marketing wing of the film, the distribution
agency put out promotional material
 Music tapes/CDs carry more promotional material

5. Types of Intermediaries
 Creative
intermediaries:-
Involving in the
process of creating
forms arts from
imagination

6.  Commodifying
intermediaries:-
Participating in the
transformation art in
to commodities

7.  Outreach
intermediaries:-
Facilitate the access,
consumption and
partaking of cultural
commodities towards
the realization of
users utility

8.  Cultural intermediaries have little knowledge of
the actual process of cultural production
 Film magazine columnist does not need to know
the process of production
 The film advertising: financial, social, structural
background

9.  S/he has a product to sell, for which s/he
prepares promotional materials
 so, they are experts of different kind and order,
and yet their contribution is central to the
production and consumption of culture

10. Fan Club
 Mediate between the film star and the consumer
 Generate interest in the forthcoming releases of
‘their’ star
 Create ‘aura’ around a star and this helps sell the
film

11. Conclusion
 Thus cultural intermediaries are service
professions that enable the cultural product to be
sold, and interested in the role played by such
makers of representation that generate interests
for cultural products
 Cultural studies ask:-
What exactly is the relationship of the cultural
intermediary to the product being sold?
Does the intermediary really influence audience
reactions?